Why you shouldn’t do SEO
Alex Horsman
Earn backlinks on the world's top publications without cold email outreach
When SEO doesn’t make sense
There are two main scenarios when SEO doesn’t make sense.?
If you don’t have product market fit or if demand (search volume) isn’t high enough given these current metrics:
Product market fit
If you don’t have product market fit, you don’t have an accurate ideal customer profile (ICP). You also don’t know if people even like your product/service.
Meaning, you have no idea who you should market to.
You might have an idea, but more times than not, your product and ICP are fluid in the beginning stages.?
You need to fail fast and figure out if your product/service is actually useful for the market.?
Get feedback on your product/service and once it’s stellar, then we can market.?
Remember what Naval says:?
The fastest way to get feedback, in my opinion, is ads.
Or influencer marketing, or social media, or?.?.?. pretty much anything besides SEO. SEO is beautiful, but it’s also the slowest growth channel of them all.
Once your product and ICP are dialed in, then you start looking at long-term growth options.
Two years ago I was subconsulting through a B2B growth agency and they sold a SaaS client (let’s call them HireGenius) an SEO package.?
The issue? HireGenius didn’t have product market fit. It had one customer!?
The team behind HireGenius had an idea of who their ICP was, but with just one customer?.?.?. they didn’t know.
Yet here they were, spending $10,000+ each month on SEO services.?
Needless to say, cash flow became an issue and the contract was canceled after three months.
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